Photography Exhibition Sponsor

Monza 9 September 2015

YOUR SHAPE PHOTOGRAPHY EXHIBITION - VILLA REALE, MONZA

Cella Milano was the sponsor of the first edition of the photography exhibition by Roberto Chierici, curated by Erika Arosio, with the artistic direction of Robert Briscolini. The exhibition offered the visitor an opportunity to reflect on his or her own existence and its aesthetic expression. Indeed, each one of us has a particular shape, which does not always reflect our inner self, and is not always in line with our own idea of ourselves. But this shape can be modelled, choosing, changing and defining it with a beard. In the shots on display, Roberto Chierici has skilfully captured the essence of a male world in which the beard helps a man redesign his own shape. The beard features as a polyhedral element capable of elevating, enhancing, ageing, hiding, raising or squashing not only the face, but also the personality of a man, in all its forms. The gestures and movements of the barber’s trade almost become demiurgical, rising to the status of a ritual. As well as being two of the finest barbers in Italy, Robert Briscolini and Giovanni Cibin of Italian Style are also true connoisseurs of the shaving ritual. The passion with which they take care of the customer as a man leads them to create different moods, where different eras and styles meet, bringing unique creations to life. The exhibition was held against the splendid backdrop of Villa Reale in Monza.

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Cella Milano takes centre stage in all the scenes of the film “Andiamo a quel Paese”, shot inside the barber’s shop, featuring Nino Frassica as barber extraordinaire. Vintage products and posters were used to optimise the effect of the retro scenery typical of historical Sicilian barber shops.

At Culter Expo in Novegro, Milan, the grand master Mastro Livi presented barbers Alberto Bottini of Atelier Bottini in Perugia and barber Piero Migliacci of Antica Barberia Peppino of Rome. They were available to treat visitors to excellent shaves using Cella Milano products.

Cella Milano sponsored the first edition of YOUR SHAPE, the photography exhibition by Roberto Clerici. This consisted of shots in which the beard features as a polyhedral element capable of elevating, enhancing, ageing, hiding, raising or squashing not only the face, but also the personality of a man, in all its forms.

The platform, which has been seeking and promoting Italian items that have been around for generations since 2015, has selected Cella Milano as one of the archetypes of tradition not lost in time, which have maintained their status as household names in modern times.